Every good offense needs a defense

摘要

The mission of the National Peanut Board has remained the same since our first day on the job - to increase sales of U.S.A. peanuts. Building demand is not an easy task, nor does it happen overnight. Achieving this goal takes initiatives on severallevels. To this end, we have developed an extensive marketing and promotions plan that indudes national advertising, co-branded partnerships with popular and respected brands like Einstein's Bagels and the National Peanut Tour, as well as consumer outreach programs. Implementing our offense plan and ignoring the allergy issue would do none of us a service, in fact, much of our effort would then be wasted. Although the vast majority of Americans can enjoy peanuts and peanut butter, there is a small percentage of our population that cannot. Of the "Big Eight" food allergens - those that account for 90 percent of all food-allergic reactions, including eggs, tree nuts, peanuts, fish, shellfish, soy and wheat - peanuts consistently receive the most attention in the media, often times sensationalized.